When I need to produce killer email content, I go looking for trouble. If you have a problem, I’m the man to put it right. That’s because highlighting (and solving) problems for your email marketing subscribers is a great way to build reputation and trust and ultimately win more sales.

In fact, if you are not addressing your clients’ problems, you’ve probably got a problem yourself.

As marketers, we all want to create engaging campaigns that spur our subscribers to action. There is no better way to do this than by tackling a problem on their behalf. This will not only help confirm your position as an industry expert but will also make it much easier for potential clients to decide that they want to work with you.

Of course, there are a couple of alternatives to delivering good problem-solving content:

The Big Sell: The hard sell, often accompanied by heavy discounting.

The Ego: Trust us, we’re #1 – just because we say so.

The Guru: The real world is a distraction; our approach to business is more Zen-like (which can often mean we’re making this stuff up).

The problem with these “strategies” is that they deliver very little in terms of value to the end user and could ultimately devalue your brand, product or service.

Wouldn’t it be better to speak to clients, find out what makes their lives difficult and help them find a solution to their business problems that could empower you both?

Article Info

Jul 15, 2013Written by John HayesMarketing Strategist and Contributing Author

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